(HealthNewsDigest.com) - Men are not only feeling competitive with younger colleagues and women in the workplace, but also with celebs featured in magazines and on the big screen.Theyare just as concerned as women about their appearance, but they tend to be more discreet about it.

But guys have very different grooming needs than women and their rejuvenation and aesthetic goals are different. It's not about perfection for the most part; they want to look refreshed and feel confident. They tend to avoid dramatic changes, leaning more towards subtle results that look very natural, such as BOTOX® injections, dermal fillers, chemical peels and lasers. What attracts men to non-invasive options is that they are fast, require little preparation, and they can return to work almost immediately.

Fat removal under the chin and skin tightening technologies can deliver big rewards for guys who want to avoid surgery. For the high powered exec, facial rejuvenation can now be scheduled into a long lunch hour. According to New York City facial plastic surgeon Steven Pearlman, "Ultherapy®, a nonsurgical deep ultrasound technology, is popular among men to tighten up the jawline. By heating up the skin, the energy causes collagen to contract while stimulating the production of new, tighter tissue, and they can go back to work quickly without any downtime."

Facial plastic surgeon in Tampa, FL, Ed Farrior, MD, FACS, President of the AAFPRS (http://www.aafprs.org), says, "Unlike women who focus on eliminating wrinkles and lines, men value a strong jawline and they don't want to look tired. Neck lifts, chin contouring, nose surgery and removal of lower eyelid bags are among the most popular surgical procedures men ask for."

Men's skin is 20 percent thicker than women's, and they have less subcutaneous fat. Dermal fillers are on the rise for men because volume loss is an important factor in the way they age. Allergan's Juvederm® Voluma will be a big winner among men. This thicker form of hyaluronic acid gel is ideal for shaping cheeks and chins and is reported to last longer than other products currently available, up to 12 -18 months, which is a bonus for men who are less inclined to keep going back to their dermatologist or plastic surgeon for touch ups. One of the most popular areas for fat grafting and filler treatments is under the eyes for guys who look tired and whose eyes have a sunken appearance due to fat loss.

Moving on to the all important torso, guys can sculpt their bellies and love handles through the gentle power of the HydraSolveTM Lipoplasty System that liquefies fat and removes it without damaging other tissues. A new non-surgical, minimally-invasive choice is the VelaShape® III body shaping technology that uses radiofrequency energy to reduce fat around the waist and flanks in one to three treatment sessions without pain or downtime.

Men who care about the way they look will spend money on grooming, especially if their wife or girlfriend encourages them to take better care of themselves. As a matter of fact, it is often their wives, girlfriends and boyfriends who drag them into a doctor's office for a little manscaping. Back and shoulder hair and unibrows are the first to go. Advancements in laser and light based technologies are opening the door for more men to partake in long-term hair reduction treatments. For example, Syneron-Candela's new larger spot size for Gentle Max Pro® laser hair removal systems is ideally targeted to male patients. According to Amy Taub, a dermatologist in Lincolnshire, IL, "The larger handpiece makes treatment faster, which also means less discomfort, an important issue for men who tend to have low tolerance for pain."

For guys who prefer to deal with stubble in the privacy of their own home, they can try out the Mē Smooth At Home Professional Laser Hair Removal System, which is safe for all skin tones and most hair colors. It's fast and without the nicks of shaving or the rubber band snapping sensation of some professional lasers.

Excessive sweating is another big problem for some guys. Aside from mounting dry cleaning bills, it is embarrassing and can be a big turn off. Miradry® offers a long lasting solution by delivering microwave energy to the pits to basically eliminate underarm sweat glands. Two sessions spaced 90 days apart are all it takes. According to New York dermatologist Jennifer MacGregor, "The miraDry procedure results in a noticeable, drastic reduction of underarm sweat and you can return to work or normal activities right after treatment so there is no real downtime."

Another important area of self-improvement men covet is a full head of glorious David Beckham-like hair, but their concerns over the risks, recovery and discomfort deter many of them doing something about a receding hairline. The newest innovation in the minimally-invasive Artas® Robotic System offers a robotic-assisted approach to precisely harvesting follicular units with no linear scar required, which represents a quantum leap over previous methods.

So male primping is definitely on the rise, and they have no more excuses not to up their game.

Wendy Lewis is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books, and Founder/Editor in Chief of http://www.Beautyinthebag.com

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